방송수용자의 프로그램 품질에 대한 이해와 평가 초점집단토론(FGD)을 이용한 프로그램 품질평가 차원의 재구성 = A Study of the Audience's Understanding and Evaluation of Television Program Quality: Using a Qualitative Method for Concept Development

다국어 초록 (Multilingual Abstract)

This study explores the ways in which the audience members understand and evaluate the constructs of television program quality. Based on a critical overview of previous studies on program quality, this study raises two research questions: (1) What dimensions do the audience use to evaluate the program quality? (2) How do the audience evaluate the items used in measuring the program quality in Korea? Focus Group Discussion was employed to examine the qualitative dimensions of the audience’s understanding of television programs. Two major findings were obtained. First, two dimension of quality evaluation were detected in the audience’s discourse on television programs: the cognitive-and-affective response dimension and the importance-and-expression evaluation dimension. Second, when asked in a normal setting, the audience members were not likely to discriminate the major constructs among the quality indices used in evaluation of television program quality. Especially the audience members displayed confusions in discriminating the information and entertainment elements from the overall quality and the public service element. The findings were discussed in terms of the utility of the dimensions of program quality in the process of the construction of a program quality index.